PENINGKATAN EKONOMI MASYARAKAT MELALUI PENGUATAN MUTU PANGAN OLAHAN DAN PEMASARAN DIGITAL DI DESA PASIRNANJUNG, SUMEDANG

Abstract

Abstrak

Perkembangan era digital telah menjadikan pemasaran online sebagai strategi utama dalam mendukung keberlanjutan usaha, termasuk bagi Usaha Mikro, Kecil, dan Menengah (UMKM) berbasis pangan olahan. Namun, masyarakat di wilayah pedesaan masih menghadapi keterbatasan dalam akses informasi dan penguasaan teknologi digital. Tujuan Program Pengabdian Kepada Masyarakat (PKM) terintegrasi Kuliah Kerja Nyata (KKN) di Perumahan Griya Sahla, Desa Pasirnanjung, Sumedang dilaksanakan untuk menjawab tantangan tersebut. Kegiatan dilaksanakan meliputi pelatihan peningkatan mutu produk pangan olahan dan strategi pemasaran digital berbasis marketplace. Hasil kegiatan menunjukkan adanya peningkatan keterampilan masyarakat dalam mengolah produk pangan yang berkualitas serta kemampuan memanfaatkan platform digital untuk memperluas pasar. Dampaknya produk lokal menjadi lebih dikenal, meningkatkan daya saing, serta berkontribusi pada peningkatan pendapatan dan perekonomian masyarakat setempat. Program ini sekaligus menunjukan peran strategis perguruan tinggi dalam mendukung pemberdayaan masyarakat berbasis potensi lokal dan transformasi digital.

Abstract

The development of the digital era has made online marketing a key strategy in supporting business sustainability, including for Micro, Small, and Medium Enterprises (MSMEs) engaged in the processed food industry. However, communities in rural areas still face limitations in accessing information and mastering digital technologies. The Community Service Program (PKM), integrated with the Student Community Service (KKN) in Griya Sahla Housing, Pasirnanjung Village, Sumedang, was carried out to address these challenges. The activities included training on improving the quality of processed food products and implementing digital marketing strategies through online marketplaces. The results showed an increase in community skills, including the ability to produce higher-quality food products, as well as the capacity to utilize digital platforms to expand market reach. As a result, local products have become more recognized, competitiveness has improved, and contributions to household income and the local economy have increased. This program also highlights the strategic role of universities in supporting community empowerment, leveraging local potential, and digital transformation.